evoked set is defined as the brands that come to a consumer's mind when a need for a

product or service arises.

These are considered acceptable brands based on the consumer’s perception of their
products, and their brand equity with a consumer.

The evoked set can include both brands that the consumer has purchased from before,
as well as brands they’ve never purchased from.

Evoke set actually set of perception for which one choice a brand. For example, You like Clemon
due to its lemony taste & flavor but you don't like 7up or Sprite. And so, you always looking for
Clemon, not 7 up in spite of getting these.
There is an elaboration of this theory.

Perception

Taste

Local brand
Perception

Otobi-
View of timebeig
Purchase beave fcl
 All potential alternatives (brands, products) Awareness set Alternatives the consumer is aware of
Unawareness set Alternatives the consumer does not know about Evoked set Alternatives given
consideration Inert set Backup alternatives Inept set Avoided alternatives Specific alternative purchased
Alternatives considered but not purchased rands into consumer evoked sets and must engage in
persuasive messaging and other rategies to do so.

The evoked set for some categories-for examples, mouthwash and toothpaste-were basi- ally one brand.
This means that for categories, nominal decision making (choosing one and repeatedly over time) is the
norm. Later in the chapter we will discuss the use of sruption strategies for brands in this situation that are
not in a consumer's evoked set. me evoked sets for some categories were somewhat large, but that may
be due to variety reking. For example, the evoked set for fast food was five brands. However, one can
magine that consumers are loyal to brands of fast-food restaurants within type, but they riety seek or
otherwise switch across situations. So, McDonald's may be the ham rger alternative, KFC the chicken
alternative, Pizza Hut the pizza alternative, Taco Ell the Mexican alternative, and so on. Yamnle. Again,
you would start with an inter-
M4 Discussion Pick a product or brand that you believe would require each strategy in Table 15-2 on
textbook page 539 (six products in total). Justify your selection. Develop a specific marketing strategy for
each (six strategies in total). The six strategies include maintenance, disrupt, capture, intercept,
preference, and acceptance. Required Etiquette: Create your Thread at least three (3) days prior to the
deadline to allow time for replies.

Non personal communication-mass global people

Sponsor visible to everyone-visibility